Reading time: 3 – 5 minutes
Click play on the video below. And watch the 30-second commercial before reading on…
At the time of its initial airing in 1970, this commercial quickly became one the most talked about 30-second spots on television.
It created such disdain with the baggage handlers union, that it was eventually yanked from network TV.
Still, it remains one of the most popular, buzz-generating commercials of its time.
Oddly enough, fthree of the marketing principles used and/or addressed in this commercial can (and should be) used within your chiropractic advertising campaigns.
The first is the principle of having a single BIG IDEA behind your chiropractic advertisement.
In the commercial’s case, the big idea is the tough, resiliency of Amercian Tourister’s luggage. And, its ability to withstand the harshest of beatings.
And with a focus on that single big idea, American Tourister didn’t talk about, identify, or highlight any other feature or benefit of their luggage. They had a big idea and focused their message around that one idea.
The second is the principle of the 4Cs, as I call it: Covering a Common Complaint with the Competition.
In the commercial’s case, their big idea focused on showing how their brand overcame a common complaint consumers had with the typical brand of luggage.
They focused on the biggest complaint people had (their luggage getting worn and tattered with normal use). And, their message showed how their brand offered a solid solution.
The third is the principle of the dramatic demonstration.
Again, in the commercial’s case, they used a gorilla throwing around, and beating-up, their luggage to dramatically demonstrate the toughness and resiliency of their suitcase.
They didn’t just say it was tough. They didn’t pick an ordinary demonstration of its toughness. They used a dramatic demonstration, well beyond the need of any consumer, to show just how much of a beating their luggage can withstand.
This is often done in the most successful infomercials.
The glue that can be used to mend a chain that’s pulling an 80-foot boat.
The car polish that can withstand even a blazing fire on the hood of your car.
The blender that’s so tough it can even blend an iphone to mush… and keep working.
The home fire extinguisher that works so well, the infomercial host is willing to set himself on fire to prove it.
These are all just examples of a dramatic demonstration. A demonstration to show the prove the effectiveness of the product in the most dramatic way possible. A way… well beyond the needs of the typical consumer.
So, how can you, as chiropractor, apply these three principles to your next chiropractic advertisement or marketing campaign?
First, try thinking about a common complaint patients have with going to the chiropractor or getting treatment for any chiropractic-related condition or ailment.
Second, decide on one big idea for your advertisement that shows how patients don’t experience that biggest complaint or issue in your office.
Third, think about the most dramatic way you can show (even in print) the big idea in action. In other words, how can you dramatically demonstrate and show proof for the big idea you’re communicating? Think about it.
One final thought:
These three principles are really driven by nothing more than a complete anathema for the status quo.
The big underlying driver for you behind creating powerful and profitable chiropractic advertisements and marketing campaigns lies in your refusal to accept, and go along with, the status quo of chiropractic marketing. The status quo of what other chiropractors do. The status quo of how other chiropractors put themselves out there to achieve their goals.
No.
It begins with you recognizing that you’re not okay simply going with the flow and accepting the status quo for your chiropractic practice, your bank account, or your lifestyle.
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